Cadillac Drives Big Game Marketing

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NEW YORK — Cadillac said Tuesday that its marketing efforts in the third year of its deal with the NFL as the official vehicle of Super Bowl will include significant presence this week in and around the big game in Houston.

A previously revealed 60-second spot, “Turbulence,” via Chemistri, Troy, Mich., will debut during the Feb. 1 game on CBS, highlighting the CTS-V luxury sedan, the Escalade sport utility, the SRX performance utility and the XLR luxury roadster. In addition, Cadillac will be presenting sponsor of the Super Bowl MVP Award that airs immediately after the game, with the game’s MVP receiving a trophy and a Cadillac of his choice. The post-game events will be touted in a billboard ad at the game’s two-minute warning. Cadillac will also air three 30-second spots in the post-game show, one for the XLR and two for the SRX.

Before the game, Cadillac will sponsor the “Iron Man” show, hosted by CBS broadcaster and former Super Bowl MVP Phil Simms. Cadillac general manager Mark LaNeve will award an Escalade to the NFL player who wins Simms’ Iron Man award. Then, beginning in the game’s third quarter, fans will have a chance to help select the Super Bowl MVP by voting online in a Cadillac-sponsored MVP ballot on SuperBowl.com.

A Super Bowl-oriented print ad for XLR, “Raise the Roof,” will run in the NFL Experience program and will be the back cover of the Super Bowl program. A Super Bowl-oriented print ad for the Escalade ESV Platinum Edition, “This Year’s Trophy is Platinum,” will appear in the Super Bowl program and in a Texas Monthly Guide to the Super Bowl. Cadillac will also tout its involvement with the Super Bowl in advance with “brand bags”(plastic newspaper delivery bags) delivered the weekend of the game in several markets, including Houston, Dallas-Fort Worth, St. Louis, Kansas City, New Orleans and Memphis.

–Staff Report